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Soap, Bath and Shower Products - UK - March 2012

“The soap, bath and shower category straddles two worlds – at once it falls into the arena of must-have consumer goods, which consumers see as integral to their everyday wellbeing, while at the same time it has an opportunity to tap into a consumer desire for escapism and fantasy. Close to half of women who use bath additives, for instance, cite a long bath as their ultimate pampering treat. How many fast-moving consumer goods segments can claim to satisfy such lofty needs with such a low ticket price? The beauty industry often cites the resilience of the colour cosmetics category in times of crisis – otherwise known as the lipstick index. It is time for the beleaguered bath additives segment to do the same and position their products as a luxury indulgence at prices accessible to most.”

– Bríd Costello, Senior Beauty Analyst

Some questions answered in this report include:

  • How is the economic environment impacting sales of soap, bath and shower products?
  • Which segments have most potential for growth?
  • What are consumers’ primary concerns when it comes to buying soap, bath and shower products?
  • Which consumer demographics are most important to the category and how will population changes impact sales going forward?
  • What influence do promotions have on the market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast value sales of soap, bath and shower products, 2006-16
            • Market factors
              • The image element
                • Skin conditions
                  • Curtailed spending
                    • Demographic shifts
                      • Companies, brands and innovation
                        • Figure 2: Product launches within the UK soap, bath and shower market, % share, by sector, 2007-11
                        • Figure 3: Product launches within the UK soap, bath and shower products, % share, by company, 2010
                      • The consumer
                        • Figure 4: Usage of soap, bath and shower products, by type, and by gender, 2011
                        • Figure 5: Attitudes towards bathing and cleansing, November 2011
                      • Pamper partner
                        • Coming to terms with germs
                          • What we think
                          • Issues in the Market

                              • How is the economic environment impacting sales of soap, bath and shower products?
                                • Which segments have most potential for growth?
                                  • What are consumers’ primary concerns when it comes to buying soap, bath and shower products?
                                    • Which consumer demographics are most important to the category and how will population changes impact sales going forward?
                                      • What influence do promotions have on the market?
                                      • Future Opportunities

                                          • Totophobia
                                            • Life Hacking
                                            • Internal Market Environment

                                              • Key points
                                                • Influence of attitudes towards appearance
                                                  • Figure 6: Trends in attitudes towards personal appearance, by gender, 2007-11
                                                • Skin complaints
                                                  • Figure 7: Trends in incidence of skin complaints and stress in last 12 months, 2007-11
                                                • Attitudes towards quality
                                                  • Figure 8: Trends in level of receptiveness to quality, 2007-11
                                              • Broader Market Environment

                                                • Key points
                                                  • Figure 9: GDP, PDI and consumer expenditure, at current prices, 2006-16
                                                • Population shifts
                                                  • Figure 10: Trends in the age structure of the UK population, 2006-16
                                                • Environmental concerns
                                                  • Figure 11: Attitudes towards the environment, 2011
                                              • Who’s Innovating?

                                                • Key points
                                                  • Launches by segment
                                                    • Figure 12: Soap, bath and shower product launches in the UK, by sector, 2007-11
                                                  • Launches by claim
                                                    • Figure 13: Soap, bath and shower product launches in the UK, by claim, 2007-11
                                                  • Branded versus private-label launches
                                                    • Figure 14: Product launches within UK soap, bath and shower products, % branded vs. private label, 2007-11
                                                  • Launches by company
                                                    • Figure 15: Product launches within UK soap, bath and shower products, % share, by company, 2010
                                                  • Recent launches
                                                    • Specifically speaking
                                                      • Multipurpose
                                                        • Spa Scene
                                                          • Natural World
                                                            • Funky formats
                                                              • Handy work
                                                                • At the bar
                                                                  • Extra muscle
                                                                    • Private label
                                                                      • Just for men
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Trends in women’s grooming habits
                                                                                • Figure 16: Trends in women’s usage of selected toiletries, 2009-11
                                                                              • Trends in men’s grooming habits
                                                                                • Figure 17: Trends in men’s usage of selected toiletries, 2009-11
                                                                              • The beauty market
                                                                                • Figure 18: UK retail value sales of selected beauty and personal care categories, 2006-11
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Figure 19: Retail value sales of soap, bath and shower products, at current and constant prices, 2006-16
                                                                              • Forecast
                                                                                • Soap, bath and shower products
                                                                                  • Figure 20: Best- and worst-case forecast value sales of soap, bath and shower products, 2006-16
                                                                                • Forecast methodology
                                                                                  • Shower products
                                                                                    • Figure 21: Best- and worst-case forecast value sales of shower products, 2006-16
                                                                                  • Bath additives
                                                                                    • Figure 22: Best- and worst-case forecast value sales of bath additives, 2006-16
                                                                                  • Liquid soap
                                                                                    • Figure 23: Best- and worst-case forecast value sales of liquid soap, 2006-16
                                                                                  • Bar soap
                                                                                    • Figure 24: Best- and worst-case forecast value sales of bar soap, 2006-16
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Shower products
                                                                                      • Figure 25: Retail value sales of shower products, at current and constant prices, 2006-16
                                                                                    • Bath additives
                                                                                      • Figure 26: Retail value sales of bath additives, at current and constant prices, 2006-16
                                                                                    • Liquid soap
                                                                                      • Figure 27: Retail value sales of liquid soap, at current and constant prices, 2006-16
                                                                                    • Bar soap
                                                                                      • Figure 28: Retail value sales of bar soap, at current and constant prices, 2006-16
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Figure 29: Manufacturers’ estimated shares in value sales of soap, bath and shower products, 2011
                                                                                  • Companies and Products

                                                                                    • Beiersdorf
                                                                                        • Figure 30: Financial performance of Beiersdorf, 2009 and 2010
                                                                                        • Figure 31: Selected products launched by Beiersdorf in the UK soap, bath and shower products market, Jan-Oct 2011
                                                                                      • Colgate-Palmolive
                                                                                          • Figure 32: Financial performance of Colgate-Palmolive, 2009 and 2010
                                                                                          • Figure 33: Selected products launched by Colgate-Palmolive in the UK, soap, bath and shower market, Jan-Oct 2011
                                                                                        • Johnson & Johnson
                                                                                            • Figure 34: Financial performance of Johnson & Johnson in the UK, 2009 and 2010
                                                                                          • Procter & Gamble
                                                                                              • Figure 35: Financial performance of Procter & Gamble (global), 2010 and 2011
                                                                                            • PZ Cussons
                                                                                                • Figure 36: Financial performance of PZ Cussons, 2010 and 2011
                                                                                                • Figure 37: Selected products launched by PZ Cussons in the UK soap, bath and shower products market, Jan-Oct 2011
                                                                                              • Unilever
                                                                                                  • Figure 38: Financial performance of Unilever, 2009 and 2010
                                                                                                  • Figure 39: Selected products launched by Unilever in the UK soap, bath and shower market, Jan-Oct 2011
                                                                                              • Brand Communication and Promotion

                                                                                                • Key points
                                                                                                  • Total topline adspend
                                                                                                    • Figure 40: Main monitored media advertising spend on soap, bath and shower products, 2007-11
                                                                                                  • Total adspend in soap, bath and shower products by category
                                                                                                    • Figure 41: Main monitored media advertising spend on soap, bath and shower products, by product category, (Jan-Sept) 2011
                                                                                                  • Adspend on soap, bath and shower products by company
                                                                                                    • Figure 42: Main monitored media advertising spend on soap, bath and shower products, by advertiser, Jan-Sept 2011
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Distribution
                                                                                                      • Figure 43: Retail value sales of soap, bath and shower products, by outlet type, 2010 and 2011
                                                                                                    • Growing grocers
                                                                                                      • Building on Boots
                                                                                                        • Other channels struggle to gain traction
                                                                                                        • Brand Research

                                                                                                          • Brand map
                                                                                                              • Figure 44: Attitudes towards and usage of brands in the soap, bath and shower products sector, November 2011
                                                                                                            • Correspondence analysis
                                                                                                              • Brand attitudes
                                                                                                                • Figure 45: Attitudes, by soap, bath and shower product brand, November 2011
                                                                                                              • Brand personality
                                                                                                                • Figure 46: Soap, bath and shower products brand personality – macro image, November 2011
                                                                                                                • Figure 47: Soap, bath and shower products brand personality – micro image, November 2011
                                                                                                              • Brand experience
                                                                                                                • Figure 48: Soap, bath and shower products brand usage, November 2011
                                                                                                                • Figure 49: Satisfaction with various soap, bath and shower products brands, November 2011
                                                                                                                • Figure 50: Consideration of soap, bath and shower products brands, November 2011
                                                                                                                • Figure 51: Consumer perceptions of current soap, bath and shower products brand performance, November 2011
                                                                                                                • Figure 52: Soap, bath and shower products brand recommendation – Net Promoter Score, November 2011
                                                                                                                • Figure 53: Soap, bath and shower products brand index, November 2011
                                                                                                                • Figure 54: Soap, bath and shower products brand index vs. recommendation, November 2011
                                                                                                              • Target group analysis
                                                                                                                • Figure 55: Target groups, November 2011
                                                                                                                • Figure 56: Soap, bath and shower products brand usage, by target groups, November 2011
                                                                                                              • Group Two – Simply the Best
                                                                                                                • Group Three – Shelf Stalkers
                                                                                                                  • Group Four – Habitual Shoppers
                                                                                                                    • Group Five – Individualists
                                                                                                                    • The Consumer – Use of Soap, Bath and Shower Products

                                                                                                                      • Key points
                                                                                                                        • Trends in usage
                                                                                                                          • Figure 57: Usage of soap, bath and shower products, by gender, 2011
                                                                                                                        • Bath additives
                                                                                                                          • Figure 58: Usage of bath oils/liquids/additives, by demographics, 2011
                                                                                                                          • Figure 59: Trends in usage of bath oils/liquids/additives, by gender, 2008-11
                                                                                                                        • Shower products
                                                                                                                          • Figure 60: Usage of shower gels/cream/body wash, by demographics, 2011
                                                                                                                          • Figure 61: Trends in usage of shower gels/cream/body wash, by gender, 2008-11
                                                                                                                        • Bar soap
                                                                                                                          • Figure 62: Usage of bar soap, by demographics, 2011
                                                                                                                          • Figure 63: Trends in usage of bar soap, by gender, 2008-11
                                                                                                                        • Liquid soap
                                                                                                                          • Figure 64: Trends in usage of liquid soap/handwash, by demographics, 2011
                                                                                                                          • Figure 65: Trends in usage of liquid soap/handwash, by gender, 2008-11
                                                                                                                      • The Consumer – Attitudes towards Soap, Bath and Shower Products

                                                                                                                        • Key points
                                                                                                                          • Popular price points
                                                                                                                            • Figure 66: Spending on soap, bath and shower products, November 2011
                                                                                                                          • Product attributes sought
                                                                                                                            • Shower products
                                                                                                                              • Figure 67: Attributes looked for in shower products, November 2011
                                                                                                                            • Bath products
                                                                                                                              • Figure 68: Attributes looked for in bath products, November 2011
                                                                                                                            • Liquid/bar soap
                                                                                                                              • Figure 69: Attributes looked for in liquid/bar soap, November 2011
                                                                                                                            • Attitudes towards bathing and cleansing
                                                                                                                              • Figure 70: Attitudes towards bathing and cleansing, November 2011
                                                                                                                            • Green scene
                                                                                                                              • Pamper partner
                                                                                                                                • Coming to terms with germs
                                                                                                                                  • Cleaning after cleansing
                                                                                                                                  • The Consumer – Shopping for Soap, Bath and Shower Products

                                                                                                                                    • Key points
                                                                                                                                      • Shower products
                                                                                                                                        • Figure 71: Shower product shopping habits, November 2011
                                                                                                                                      • Bath products
                                                                                                                                        • Figure 72: Bath product shopping habits, November 2011
                                                                                                                                      • Liquid/bar soap
                                                                                                                                        • Figure 73: Soap shopping habits, November 2011
                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                        • Figure 74: Product launches within the UK soap, bath and shower products, by sub-category, 2007-11
                                                                                                                                        • Figure 75: Product launches within the UK soap, bath and shower products, by claim, 2007-11
                                                                                                                                        • Figure 76: Product launches within the UK soap, bath and shower products, by private label, 2007-11
                                                                                                                                        • Figure 77: Product launches within the UK soap, bath and shower products, by top companies, 2007-11
                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                        • Figure 78: Trends in the age structure of the UK population, by gender, 2006-16
                                                                                                                                    • Appendix – Brand Research

                                                                                                                                        • Figure 79: Brand usage, November 2011
                                                                                                                                        • Figure 80: Brand commitment, November 2011
                                                                                                                                        • Figure 81: Brand momentum, November 2011
                                                                                                                                        • Figure 82: Brand diversity, November 2011
                                                                                                                                        • Figure 83: Brand satisfaction, November 2011
                                                                                                                                        • Figure 84: Brand recommendation, November 2011
                                                                                                                                        • Figure 85: Brand attitude, November 2011
                                                                                                                                        • Figure 86: Brand image – macro image, November 2011
                                                                                                                                        • Figure 87: Brand image – micro image, November 2011
                                                                                                                                        • Figure 88: Profile of target groups, by demographics, November 2011
                                                                                                                                        • Figure 89: Psychographic segmentation, by target group, November 2011
                                                                                                                                        • Figure 90: Brand usage, by target group, November 2011
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 91: Brand index, November 2011
                                                                                                                                    • Appendix – The Consumer – Use of Soap, Bath and Shower Products

                                                                                                                                        • Figure 92: Trends in usage of bath oils/liquids/additives – men, by demographics, 2011
                                                                                                                                        • Figure 93: Trends in usage of bath oils/liquids/additives – women, by demographics, 2011
                                                                                                                                        • Figure 94: Trends in usage of shower gels/cream/body wash – men, by demographics, 2011
                                                                                                                                        • Figure 95: Trends in usage of shower gels/cream/body wash – women, by demographics, 2011
                                                                                                                                        • Figure 96: Trends in usage of bar soap – men, by demographics, 2011
                                                                                                                                        • Figure 97: Trends in usage of bar soap – women, by demographics, 2011
                                                                                                                                        • Figure 98: Trends in usage of liquid soap/handwash – men, by demographics, 2011
                                                                                                                                        • Figure 99: Trends in usage of liquid soap/handwash – women, by demographics, 2011
                                                                                                                                    • Appendix – The Consumer Attitudes towards Soap, Bath and Shower Products

                                                                                                                                        • Figure 100: Spending on liquid soap/handwash, by demographics, November 2011
                                                                                                                                        • Figure 101: Spending on bar soap, by demographics, November 2011
                                                                                                                                        • Figure 102: Spending on shower gel, cream body wash etc, by demographics, November 2011
                                                                                                                                        • Figure 103: Spending on bath gel, cream, salts etc, by demographics, November 2011
                                                                                                                                        • Figure 104: Spending on combined hair and body wash, by demographics, November 2011
                                                                                                                                        • Figure 105: Spending on hand sanitiser, by demographics, November 2011
                                                                                                                                        • Figure 106: Most popular attributes looked for in shower products, by demographics, November 2011
                                                                                                                                        • Figure 107: Next most popular attributes looked for in shower products, by demographics, November 2011
                                                                                                                                        • Figure 108: Most popular attributes looked for in bath products, by demographics, November 2011
                                                                                                                                        • Figure 109: Next most popular attributes looked for in bath products, by demographics, November 2011
                                                                                                                                        • Figure 110: Most popular attributes looked for in liquid/bar soap, by demographics, November 2011
                                                                                                                                        • Figure 111: Next most popular attributes looked for in liquid/bar soap, by demographics, November 2011
                                                                                                                                        • Figure 112: Other attributes looked for in liquid/bar soap, by demographics, November 2011
                                                                                                                                        • Figure 113: Most popular attitudes towards bathing and cleansing, by demographics, November 2011
                                                                                                                                        • Figure 114: Next most popular attitudes towards bathing and cleansing, by demographics, November 2011
                                                                                                                                        • Figure 115: Soap, bath and shower shopping habits, by spending on soap, liquid soap/handwash, November 2011
                                                                                                                                        • Figure 116: Attitudes towards bathing and cleansing, by spending on shower gel, cream body wash etc, November 2011
                                                                                                                                        • Figure 117: Attitudes towards bathing and cleansing, by spending on bath gel, cream, salts etc, November 2011
                                                                                                                                        • Figure 118: Soap, bath and shower shopping habits, by most popular attributes looked for in shower products, November 2011
                                                                                                                                    • Appendix – The Consumer – Shopping for Soap, Bath and Shower Products

                                                                                                                                        • Figure 119: Most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 120: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 121: Other soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 122: Most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 123: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 124: Other soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 125: Most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 126: Next most popular soap, bath and shower shopping habits, by demographics, November 2011
                                                                                                                                        • Figure 127: Other soap, bath and shower shopping habits, by demographics, November 2011

                                                                                                                                    Companies Covered

                                                                                                                                    • Alberto-Culver Company (UK)
                                                                                                                                    • BabyCenter, L.L.C.
                                                                                                                                    • Beiersdorf UK Ltd
                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                    • Colgate-Palmolive UK Ltd
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Gillette UK Ltd
                                                                                                                                    • Heineken N.V.
                                                                                                                                    • Johnson & Johnson
                                                                                                                                    • Johnson & Johnson Ltd
                                                                                                                                    • Lifescan
                                                                                                                                    • McNeil Healthcare (UK) Limited
                                                                                                                                    • Nivea
                                                                                                                                    • Olay Company, Inc.
                                                                                                                                    • Oral B Laboratories Ltd
                                                                                                                                    • Procter & Gamble UK & Ireland
                                                                                                                                    • PZ Cussons
                                                                                                                                    • Sara Lee (UK)
                                                                                                                                    • Unilever Plc

                                                                                                                                    Soap, Bath and Shower Products - UK - March 2012

                                                                                                                                    £1,750.00 (Excl.Tax)